We are seeking a Director of Customer Value, Engagement & Loyalty to lead the strategy, performance, and evolution of how a well-established, customer-centric business builds long-term relationships with its most valuable customers.
This is a senior leadership role accountable for defining how engagement and loyalty drive lifetime value, retention, repeat purchase/visitation, and sustainable commercial growth across a large, multi-asset portfolio with both digital and on-site customer touchpoints.
The Opportunity
This role owns the strategic evolution of a flagship paid membership and loyalty proposition transitioning it from a largely transactional benefits construct into a long-term customer value and engagement platform that supports broader commercial and brand objectives.
You will operate at the intersection of customer insight, experience design, product, and revenue, shaping how priority audiences are engaged across their full lifecycle. Working closely with senior stakeholders across Brand & Marketing, Loyalty/Product, Digital & Technology, Performance Marketing, Revenue, Operations, and Customer Experience, you will ensure a consistent, personalised, high-quality experience across all digital and physical touchpoints.
You will also play a critical part in embedding a data-led, customer-centric mindset across the organisation, using insight and best practice to deliver measurable loyalty performance and long-term value.
What You'll Do
- Define and own the customer lifetime value and loyalty strategy, aligned to commercial and brand priorities
- Lead the multi-year evolution of the membership/loyalty programme, setting the roadmap for retention, engagement, repeat usage, and long-term customer value
- Shape how the organisation engages its most valuable customers across the entire relationship lifecycle, from acquisition through to advocacy
- Be accountable for the commercial performance of loyalty initiatives, including member growth, renewals, repeat behaviour, loyalty-driven revenue, and ROI
- Establish and own loyalty and engagement KPIs, reporting, governance, and optimisation frameworks
- Champion the use of customer data (CRM, CDP, analytics) to inform segmentation, personalisation, programme design, and decision-making
- Oversee the end-to-end member experience, identifying and prioritising opportunities to improve engagement, satisfaction, and value across touchpoints
- Lead, coach, and develop a high-performing Customer Engagement & Loyalty team, setting clear direction and accountability
- Act as a senior cross-functional partner to Brand, Digital & Technology, Performance Marketing, Revenue, Operations, and Customer Experience teams
- Represent the voice of the customer in senior forums, planning cycles, and strategic discussions
- Manage key external partners and suppliers supporting loyalty, CRM, and engagement initiatives
- Stay close to global best practice in loyalty, CRM, and customer engagement, continuously evolving the proposition to drive long-term business value
What We're Looking For
- 10+ years experience in customer engagement, loyalty, CRM, lifecycle, or data-driven marketing roles
- 5+ years experience in a senior leadership role within a complex, consumer-focused organisation
- Strong strategic and commercial mindset, balancing customer value with business outcomes
- Deep experience using customer data, insights, and performance metrics to drive engagement and revenue
Proven ability to influence senior stakeholders and lead cross-functional initiatives
